From Milan With Love - United Standard – JUICESTORE
From Milan With Love - United Standard

From Milan With Love - United Standard

When people think about fashion in Milan, heritage names like Dolce & Gabbana and Versace no doubt come to mind. With the emergence of the New Guards Group and their roster of brands in recent years, perceptions towards Italian fashion are slowly shifting as streetwear becomes a more prominent part of fashion's narrative in the city and beyond. As the founder of United Standard and one of the key creatives behind Marcelo Burlon, Giorgio Di Salvo is at the forefront of a new generation of Italian designers out there doing the unexpected, and he's showcasing his creative flair in the most authentic yet awry manner.

In a polished digital age, United Standard's online presence, from their makeshift website to their eBay store, is haphazard. When it comes to the products, however, Giorgio Di Salvo's creation is refined, balancing aesthetics and functionality, turning his love for motorsports into bold visuals, and then materializing them with technical fabrics like Mylar. With several high-profile collaborations in the books, including one with fellow New Guards Group company Off-White, United Standard is setting the tone for the latest Milanese fashion renaissance.

Browse and shop selected pieces from the brand's most recent collection online at JUICE now.

Photos by: Highsnobiety, Bodega, WWD